The internet is to continue to grow in popularity as the avenue of choice for new purchases, it has been claimed.
According to JupiterResearch, retailers are likely to see online activity as a good way of reducing their cost margins.
Small businesses are predicted to welcome the wider variety of goods and lower prices made possible through internet sales.
However, the insight service suggests that manufacturers are the most probable source of any future resistance to the uptake of greater internet-based commerce.
David Schatsky, president of JupiterResearch, notes that more than four-fifths (82 per cent) of small business decision makers "research products or services for their business online monthly or more frequently".
"Companies should therefore make driving and tracking the influence of online on offline sales an important part of their strategy," he adds.
In a recent interview with E-consultancy, Martin Newman, head of e-commerce at fashion retailer Ted Baker, stressed the benefits of online advertising in driving real-world footfall to stores.
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